Top Story

Home >> Advertising >> Article

Dentsu Webchutney launches digital campaigns for Vespa (RED) and Aprilia “What The Fun”

15-January-2018
Font Size   16
 Dentsu Webchutney launches digital campaigns for Vespa (RED) and Aprilia “What The Fun”

Dentsu Webchutney had been entrusted in mid-2017 with the Digital, Social, creative & media buying mandate for Piaggio’s Vespa and Aprilia Brands in India.

Vespa

Piaggio India’s trendsetting Vespa launched the (RED) edition in India in the month of October this year as an extension of its existing global collaboration with RED, organization that partners with global brands to create awareness and support the fight against HIV/AIDS. The sale of each Vespa (RED), which was presented by Actor and UN Women Goodwill Ambassador, Farhan Akhtar, at the launch event, contributes to financing Global Fund to fight AIDS in India.

The digital campaign for Vespa (RED) kicked off with a series of Teasers, creating excitement about the collaboration and introducing RED while educating audiences on the significance of this charity and the partnership.

On the day of the launch, Farhan Akhtar’s Facebook Live sessions as well as coverage of the event were a great success on both - Twitter and Instagram. This was amplified via influencer activation.

The campaign received average engagement of over 80% across platforms by the audience. The brand received 11K impressions on the day. Overall, the event earned Vespa (RED) a sizeable amount of Digital PR.


Aprilia

Aprilia, which is renowned the world over for its unmatched racing heritage, entered the Indian market with its first Made-in-India, Made-For-India, crossover product - Aprilia SR 150. There was a combination of the feel of a sports bike with the ease of a scooter that added the FUN element to communication.

As a new entrant, the primary objective of the campaign was to create brand awareness. The media strategy was based on the same. First up – to increase visibility and awareness. To achieve this, impact properties were focussed on.

The campaign received more than 100 million impressions from Aprilia’s launch film. Organically, 14K followers were added to our Facebook page. This couple with a planned Influencer activity across relevant categories saw an increase in engagement by 39%.

“Piaggio has successfully created the premium positioning in the 2 wheeler segment with its iconic Italian brand Vespa and the racing brand Aprilia. We have built a strong connect with the youth through the digital medium. Webchutney is a highly creative agency and we believe that they are the best fit to manage our brands. The initial campaigns they handled for Aprilia and Vespa on the digital, creative and media side are full of creative genesis” says Ashish Yakhmi, 2W Business head at Piaggio India.


Nishi Kant, EVP and Branch Head, Dentsu Webchutney – Mumbai, said, “The team couldn’t keep calm since the day we received the brief. Our pitch
was one of the finest that we have produced so far. We had great fun working on these two campaigns as the brand that appeal to a young, sporty, fun-loving audience and have a tremendous heritage value as well. This is going to be a great ride and here’s to many more such campaign.”

According to Gaurav Soi, Executive Vice President, Growth, Webchutney – Aprilia has great racing heritage, while Vespa is an iconic brand. To get the opportunity to be part of the pitch process was exciting in itself, but to have the brands on our roster and to create communication that resonates with the audiences is the icing on the cake.

Tags Dentsu Aegis Media

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.